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Background
History
Expansion
Diversification
Starting with DVD rentals in the era of VHS cassettes, the company
was slow to grow as compared to its closest competitors which dealt
exclusively in VHS rentals.
During the development phase, Netflix became the largest rental
service provider for DVDs in the US.
From the year 2007 onwards, the DVD rentals started reducing
gradually in volume, as the company moved towards internetdependent business model.
Also in the year 2001, the company started acquiring original
content for its streaming service and began streaming this content
exclusively. It currently has original production of 15 series.
Research Synopsis
We plan to find out the potential user subscription base for Netflix in
India. This shall be based upon various parameters such as
o Internet penetration and adoption in India (This will also deal
with the impact of Geography on ROCE)
o Indian exposure to foreign soap operas / series
o General interest in Mumbai towards Netflix services
We also plan to delve into the potential future development
strategies by Netflix - Native language support and content
development
Further, we also plan to do a competition analysis including threats
from peer-to-peer sharing services.
Design
o We shall be surveying Mumbai based potential customers for
Netflix to judge their reaction to the introduction of Netflix and
the pricing
o We are also planning an exploratory research on the potential
growth and penetration in India
Output
o Report on the existing business model and its applicability to
India
o Analytical Report of Indian response to Netflix
Conclusion / Implications
o On completion, we will have a fair idea about the kind of
response to the service and also to the pricing
o We can also judge the kind of growth Netflix is expecting in
the country